HubSpot Custom Properties for AEO: the 11 fields Lantern adds

What this does

HubSpot Custom Properties are the foundation of Lantern's pipeline attribution. Standard HubSpot fields (Original Source, utm_source) can't carry prompt-level, engine-level, or cited-URL data. Lantern adds 7 Contact properties and 4 Deal properties to hold AEO attribution data in structured, reportable form. Every property is grouped under a 'Lantern AEO' property group so it's easy to find in the UI and segment lists on.

How Lantern fits

You don't have to create these manually — Lantern creates them on OAuth connect. But if you're evaluating Lantern or want to understand exactly what's being added, the schema below is reproducible. RevOps teams often request this before install to audit whether the property names conflict with anything in their portal (they typically don't — 'ai_' prefix avoids the common HubSpot namespace).

Setup preview

Contact properties: ai_source (text, the engine name), ai_engine (enumeration: chatgpt/perplexity/claude/gemini), ai_prompt (text, the user query if available), ai_cited_url (url, the page ChatGPT linked to), ai_first_seen_at (datetime), ai_attributed (boolean), ai_session_count (number). Deal properties: ai_source (text, copied from contact), ai_prompt (text, copied from contact), ai_attribution_amount (number, the allocated pipeline $), ai_attribution_model (text, linear/first-touch/last-touch).

[
  {
    "name": "ai_source",
    "label": "AI Source",
    "type": "string",
    "fieldType": "text",
    "groupName": "lantern_aeo",
    "description": "The AI engine that drove this contact (chatgpt, perplexity, claude, gemini)",
    "objectType": "contacts"
  },
  {
    "name": "ai_engine",
    "label": "AI Engine",
    "type": "enumeration",
    "fieldType": "select",
    "options": [
      {"label": "ChatGPT", "value": "chatgpt"},
      {"label": "Perplexity", "value": "perplexity"},
      {"label": "Claude", "value": "claude"},
      {"label": "Gemini", "value": "gemini"},
      {"label": "Other", "value": "other"}
    ],
    "groupName": "lantern_aeo",
    "objectType": "contacts"
  },
  {
    "name": "ai_prompt",
    "label": "AI Prompt (if captured)",
    "type": "string",
    "fieldType": "textarea",
    "groupName": "lantern_aeo",
    "objectType": "contacts"
  },
  {
    "name": "ai_attribution_amount",
    "label": "AEO Attribution Amount",
    "type": "number",
    "fieldType": "number",
    "groupName": "lantern_aeo",
    "objectType": "deals"
  }
]

Where this fits in the bigger picture

This page describes one specific surface inside HubSpot where Lantern's AEO pipeline attribution plugs in. The full integration stitches together across HubSpot Contacts, Deals, Workflows, Lists, Reports, Forms, CMS, and the Marketing/Sales/Service Hub stack. If you're evaluating where to start, the comparison hub has side-by-side comparisons of Lantern against Profound, Scrunch, Peec AI, AthenaHQ, and HubSpot's own AEO product — scored on the dimensions that matter for a CMO buyer (CRM integration depth, reporting quality, prompt-scaling economics).

If you're about to walk this work into a renewal review or budget conversation, the CFO's Guide to AEO Budget Defense has the memo template, the five-slide deck structure, the attribution-math cheat sheet, and the three most-common CFO objections with counter-arguments. It's the long-form companion that translates the technical HubSpot setup on this page into a defensible dollar number for finance.